Guide

Develop a digital marketing plan

Digital marketing plan - tactics

The tactics section of your digital marketing plan will describe how you will implement your strategy, and defines the channels and tools that you will use. It should define what you hope to achieve by using each tactic, how this relates to your main objectives, and how you will measure your performance.

Your tactics should include:

  • a summary of your digital marketing mix - what channels will you use?
  • the reasons why you have chosen each channel and details of implementation
  • the customer segmentation that you will use and how each channel will be targeted
  • a summary of the metrics that you will use to measure performance for each channel
  • what key performance indicators you will use to assess performance

Digital marketing channels 

There are a number of digital marketing channels and tactic you can consider:

Presenting your tactics in a table will help make your summary easier to read. It may also be useful to group tactics by goal:

  • awareness activities aim to increase awareness of your brand or message
  • acquisition tactics focus on gaining more customers
  • conversion tactics seek to increase online sales or registrations 

If you are employing an agency to carry out specific parts of your digital marketing, they should feed into this section.

Download a digital marketing plan template (DOC, 74K).